In this article I’ll cover some classic gotchas, things to steer clear of from the off, and how to programme an AI assistant to give you a good head start with AI content creation.
It’s time to get real. Most of us now use AI tools (why wouldn’t we?). Whether that’s ChatGPT or alternatives: for content creation, and streamlining our processes.
Now I’m not suggesting this is what you *solely* rely on; lots of people use AI to refine full pieces of content or just spark ideas. I certainly do!
There is no shaming here, and it shouldn’t have any negative connotations and perceptions.
Plus, it’s great to see more enriched articles, fewer spelling and grammar issues; and we’re now getting far fewer hold ups getting website content from clients – the number one delay in the project!
But…
If you are using a GPT, make sure you are proofreading and making edits to ensure your work is original, and follows your brand’s tone of voice.
ChatGPT has some generic phrases and words that can make it pretty obvious that you used it! It is also learning from complex white papers, old references that have subtly antiquated language or tone, and the big one — it is learning from people with awful writing style, as well as seasoned copywriters!
Here are 5 things to look out for when using ChatGPT for content creation, to ensure it is working for you without compromising the quality of your content.
Here’s the top 5 things to watch our for when using generative AI for content creation:
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US spelling
ChatGPT is owned by OpenAI which is an American artificial intelligence research company. This means that it generates the output of your questions in American English as standard. Annoyingly, there is no way to change this in settings (yet!). I’ve even ‘recognized’ professional UK content writers use a z instead of an s. May be that their auto correct is ALSO set to US English!
To avoid this, a great prompt is to tell it to always write in en-GB.
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Grammar
Don’t Use Title Case In Headlines. This one is very common in marketing. It is often used for headlines to stand out however it can be hard to read and is quite an American style! You can set style guidelines in your query, for example, “generate a headline using sentence case” or “create a blog title, but avoid title case or capitalising each word”. You can also just edit the titles yourself, but setting your prompt correctly saves you that time.
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Tone of voice
This one is a very common one, that I’m sure you’ll notice too. Your brand should have its own town and voice guidelines – and if you’re a solopreneur, that tone will be you.
Although you can prompt ChatGPT to write in a specific tone, it can be quite generic or stereotypical. The default tone of voice for ChatGPT is ‘informative, neutral, and professional’. These might not be characteristics associated with your tone of voice. And feel pretty soulless. As it is so neutral, it has no reference to pop culture, current affairs, of you and your backstory (unless you programme it – more on that later – but it won’t know the intricacies of your life… yet!).
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Overuse of these words
Generative AI can be a great tool if you are looking to increase your vocabulary handbook! However, as we have always expressed, you shouldn’t be relying on Chat GPT to produce all of your content without any editing.
To get the most out of AI, here are a few words and phrases that make it obvious your content was lifted straight out of ChatGPT. You can avoid overusing these words to tailor your interactions, making your content more relevant and original.
You can read more of these phrases here, however we have broken down the most common ones we think you should look out for:
Action words:
- Navigating
- Dive
- Tailored
- Embark
- Unleash
- Elevate
- Harness
Adjectives:
- Meticulous
- Complexities
- Ever-evolving
- Vibrant
- Transformative
- Dynamic
Contextual phrases:
- ‘The world of’
- ‘In today’s digital age’
- ‘In the realm of’
- ‘Designed to enhance’
- ‘When it comes to’
- ‘On the contrary;
- ‘It’s worth noting that’
- ‘Unlock potential’ – this one in particular gives me serious ick!
It also, for some reason, doesn’t like contractions, so will use ‘cannot’, ‘will not’ etc. Conversational language is very human, so make sure it reads right.
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Outdated information
While ChatGPT can access a large database of information and knowledge, this data might not be up to date. When asking Chat GPT when their knowledge database goes up, it replied with September 2023, which is over 1 year ago.
If you’re looking for real-time statistics and insights, it may not be the most reliable source…
So when using ChatGPT for content writing and creation, ensure any extra statistics are checked against the web.
You can ask it to reveal the source, or send it a live URL to read.
And finally…
… I just had to include my personal pet hate that I find with content generated from ChatGPT (this has been a thing for years though), and that’s using the phrase:
‘Here at [Company name]’ – there’s absolutely no need – this is being read either on your socials or your website!
What’s ChatGPT got to say about it all?
I asked our own ChatGPT assistant (a pre-programmed bot to talk more in our out tone):
“What are common marketing phrases ChatGPT uses when generating content”
ChatGPT said:
Absolutely – ChatGPT has a few tried-and-true phrases that crop up in marketing content, and they’re often fairly easy to spot. Here are some of the most common ones, along with why they tend to pop up:
- “Take your [business, brand, etc.] to the next level.”
Classic “level up” language. It’s vague but enthusiastic and often feels motivational without actually saying what level up entails.- “Unleash the power of…”
Evokes big impact but doesn’t necessarily provide concrete action points. It’s a staple in AI-generated marketing content, often used to imply massive benefits from a simple action.- “Transform your [business/strategy]…”
One of the most overused phrases, really. Transformation sounds big, but without details, it’s usually empty. It’s a broad appeal to change, good for “selling” but light on specifics.- “Your one-stop solution for…”
A classic! It tries to position the offering as the comprehensive answer to a problem, though it rarely explains what makes it a “one-stop” or why that’s actually beneficial.- “Tailored to meet your unique needs.”
Used to imply customisation and personalisation. Although it sounds bespoke, it doesn’t explain how the product or service adapts to actually meet those unique needs.- “Drive growth, engagement, and conversions.”
This one’s big in digital marketing, and for good reason, but it’s also very broad. It promises three desirable outcomes, though often without clarifying how each is achieved.- “Empower your team/customers/business…”
A word that sounds strong but is used generically in marketing. It’s appealing because it suggests capability and agency but without clear instructions.- “Maximise your ROI”
A favourite in B2B and SaaS marketing. ROI is universally desirable, but “maximising” it is just vague enough to mean anything from small tweaks to major overhauls.- “Seamless integration”
Often used in tech and software marketing. “Seamless” is attractive because it implies minimal friction – but it doesn’t mean anything specific without an explanation of how the integration actually works.- “Engage and retain customers”
These two buzzwords go together like beans on toast. It sounds like the ultimate goal, but this phrase rarely explains how engagement and retention are achieved.- “Boost productivity”
Common in workplace software and service marketing. It sounds good but doesn’t clarify what’s actually being improved to result in higher productivity.- “Scalable and flexible solutions”
A staple for SaaS and service-based businesses. It promises that the product can grow with the user’s needs, though it’s often used without practical examples of how scaling actually happens.- “Trusted by industry leaders”
A credibility marker that aims to build trust. The phrase sounds authoritative, but it’s meaningless without specific examples or testimonials to back it up.- “Innovative solutions for modern challenges”
“Innovative” is a top buzzword in tech, often used to imply forward-thinking without clearly stating what the “innovation” entails or how it addresses the user’s actual challenges.- “Creating value for you and your customers”
A universal, positive phrase that sounds like it’s aimed at the user’s success. It’s so broad that it often leaves the reader wondering what specific “value” is being created.- “Unlock new opportunities”
Almost a filler phrase that suggests excitement but lacks grounding. It implies that the product or service will provide access to something new or profitable without describing what these “opportunities” are.- “Delivering results that matter”
It’s a bit nebulous but often used to imply meaningful, impactful outcomes. It sounds good on paper but doesn’t pinpoint what “results” or “matter” actually mean for the reader’s context.- “Customer-centric approach”
Popular in industries focused on customer experience. It’s intended to reassure the reader that they’ll be heard, but without specifics, it’s just another nice-sounding term.- “Efficient and cost-effective”
Usually a go-to for service providers or product offerings that aim to appeal to budget-conscious users. It’s persuasive but doesn’t get into the “how” or “why.”- “Future-proof your business”
A catchy phrase suggesting stability and adaptability. It’s appealing because it promises readiness for tomorrow’s challenges, though it’s often too vague to actually convey much.These phrases tend to work as broad hooks in marketing – they’re open-ended enough to catch attention but can lack substance. For stronger marketing copy, it’s always better to push for specificity, tangible benefits, or unique insights that go beyond these buzzwords. A bit of context and a few real-world examples can make all the difference!
Conclusion
As we mentioned at the beginning of this insight, using ChatGPT is not a bad thing! It can be so beneficial for many businesses. However, ChatGPT is not perfect, and we notice these errors with a lot of content we receive from our clients. To ensure you aren’t compromising the quality of your work, make sure to remember to check these 5 key things before publishing your content.
Bonus tips:
Writing guides
We put together ‘The are of writing a blog post‘ that may be useful!
Also a comprehensive to approach writing for your website.
Programming your own AI assistant
Here’s how I programmed my own GPT to be closer ‘out-of-the-box’ to may natural tone; I also fed it a range of blogs and articles I’ve written to emulate the style.
Here’s how you can programme your own: https://help.openai.com/en/articles/8554397-creating-a-gpt
Here’s my instructions to help it be more ‘me’:
This GPT should emulate the tone and conversational style of a UK-based creative in branding, web design, strategy, and content creation, with a touch of dark humour while remaining upbeat and highly engaging. The GPT will speak exclusively in en-GB British English and align with the user’s nuanced language preferences, avoiding typical, generic phrases that many AI assistants use.
It should communicate with a warm, informal, and engaging style, suitable for casual conversations with clients, collaborative brainstorming, or strategic project discussions. Responses should reflect an expertise in modern branding, web design, and content strategy, often suggesting tailored, innovative, and visually compelling ideas while remaining grounded in practical, user-centred approaches.
The GPT should embody a tone that’s helpful, approachable, and even subtly witty, especially with hints of dry or dark humour that suit a UK audience. It should be comfortable making light-hearted remarks that feel natural, balanced by an upbeat and helpful demeanour.
It should adapt its responses to mirror the user’s authentic tone and style, with a particular focus on conversational ease, strategic clarity, and design insight. When clarity is needed, the GPT can ask concise questions to steer the conversation and provide the most relevant, high-quality feedback or suggestions. It should also naturally lean into opportunities for connecting people, ideas, or concepts, highlighting collaboration when suitable.
